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Business

AND THE LOSER IS . . .

By
Post Staff Report
Published April 13, 2008, 5:06 a.m. ET

USUALLY, when a big group gathers in the grand ballroom to hand out awards, the speeches are as bland as the chicken salad.

That wasn’t the case on Monday at the Waldorf-Astoria, when the Women in Communications handed out its annual Matrix Awards to eight movers and shakers. Amid many run-of-the-mill speeches was one, by Ruth Reichl, editor-in-chief of Gourmet, that left some attendees stunned and in tears and others visibly uncomfortable with its content.

It was easily the most noteworthy and controversial speech ever delivered in the 18-year history of the award.

Reichl opened by remarking that the date would have marked her mother’s 100th birthday. But then, rather than delivering the usual empty platitudes for her dear departed mom, Reichl delivered a stinging indictment of her mother’s skills and said she woke up every day thankful she was not her mother.

“She was not a great artist or communicator,” said Reichl of her mom. “She was lousy at business and, truth be told, she wasn’t much at mothering either.”

Reichl, a former food critic for the New York Times and the Los Angeles Times, said that her mother helped her to become the person she is today – by living the kind of life that Reichl would avoid at all costs.

“I think she tried to be a good wife, but keeping house was not her thing, and I’m pretty sure I’ve never met anyone who was a worse cook,” said Reichl, who has authored the best-selling memoir, “Comfort Me With Apples” and edited the renowned Gourmet Cookbook.

“But my mother was a great example,” the noted editor continued in her speech. “She was everything I didn’t want to be, and to this day I wake up every morning grateful not to be her. Grateful, in fact, not to be any of the women of her generation, who were unlucky enough to have come into the world at what seems to me to have been a terrible time to have been born female and middle class.”

Reichl said her mom owned a bookstore before she her dad and that after the wedding everyone expected her mom to settle down and have babies.

“There were a few problems with this plan,” noted Reichl. “In the first place, mom wasn’t exactly maternal; babies bored her. Happily, there were nursemaids to care for the kids. My mother and most of her friends had literally nothing to do. I have never known so many unhappy people. They were smart, they were educated, and they were bored. Their misery was an ugly thing and it was hard on their families. It was also a terrible waste to talent and energy.”

On the stage, Christianne Amanpour, the CNN International correspondent, seemed to be close to tears. Amanpour had made a more traditional self- deprecating speech when introducing fashion designer Diane von Furstenberg.

“I wasn’t trying to be radical,” said Reichl. “I had a tremendous reaction.”

Riechl said, “I never had a reaction to a speech quite like that. People said it made them think of their mothers all day.”

What I was really trying to say is that my mother’s generation was sandwiched between two generations that could work.”It wasn’t til the very end of her speech that Reichl veered into the more tradtional territory. “I reallywish you could be here Mom. More than that, I wish you could have done allt eh things I did to get this award. It would have made you happy.” Keith J. Kelly

Green day

As Tiger Woods continues to add to his $500 million-plus career take in endorsements and career golf winnings this weekend at The Masters, hundreds of entrepreneurs are working in hopes that they, too, can profit from the sport.

Chris Watson and Robert Nelson are two of those folks.

Both have formed companies that allow golfers to fly over their favorite golf courses – because they plan to visit the course soon or they just get excited looking at a beautifully laid-out course.

Insiders call this golf porn.

“Golfers are fanatics,” said Watson, CEO of Eyespygolf.com, which uses Google Earth Flyover (a free download) to fly over courses as if they were in a helicopter. “In the US, there are an estimated 26 to 37 million golfers and we want to provide them with as much information for as many courses as are out there.”

Watson’s rival, GolfFlyover.com, also uses Google Earth to allow visitors to change altitude as they flyover.

Both plan to add ancillary businesses to their sites, and both hope to one day become profitable, but so far the only green attached to their sites is the plush grass of the courses. Steve Viuker